FNATIC has announced the appointment of Nick Fry as their head of commercial strategy.

Fry is the former CEO of the Mercedes AMG Formula One Team and founder of advisory firm Stonehaven Partners and will be joining FNATIC to provide strategic and advisory input to the company. According to a press release, “Fry and Stonehaven will help FNATIC into the next phase of its growth which will expand upon the esports giant’s global footprint.”

Fry has experience in performance management and media rights, something which FNATIC’s press release indicates is something that the company want to explore further, as a global rights holder for one of the larger esports organisations in the space.

“Having someone of Nick’s experience and stature is of significant value for FNATIC and esports as a whole” said Wouter Sleijffers, CEO of Fnatic. “When it comes to esports, we’re in the forefront in terms of innovation and delivering value for the brands, leagues and partners we work with. Now is the time to build on the momentum we’ve created – Nick has experience that will aid us in doing exactly that.”

“I’m incredibly excited to be joining such a forward-thinking company like FNATIC. As it stands, FNATIC is widely recognised among the biggest brand holders in sports, music and entertainment, and my role is to not only strengthen that position but also build on it. With esports in 2017 drawing 258 million unique viewers globally last year, the world’s biggest brands have started to take notice and want to be part of the action. FNATIC is leading the way for non-endemic and global brands to create a route towards the opportunities that esports is presenting,” added Fry.

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